Gimbal’s proximity beacons are small transmitters that use Bluetooth Low-Energy technology to send encrypted data to mobile devices. The beacons have become popular marketing and messaging tools for retailers (Apple Stores, Gamestop, American Apparel), sports teams and venues (the Cleveland Browns, the Miami Dolphins, Madison Square Garden, the Staples Center), and events and conferences (the U.S. Open, SXSW, Tribeca Film Festival).
When a shopper or event attendee comes in range, the beacon sends a message to a Gimbal-enabled mobile app on the person’s mobile phone. The app platform sends relevant information to the device, based on what the user has opted in for and the user’s exact location. The Miami Dolphins use Gimbal to message fans at Sun Life Stadium about where they can find shorter concession lines. The Chicago Transit Authority and advertising firm Titan have tested Gimbal beacon technology at several stations to determine whether advertising furthers engagement with transit riders.
In November, Retailigence, an online-to-online marketing platform, announced a strategic partnership with Gimbal to provide product and shopper data to retailers looking to fine-tune their marketing efforts. Presumably, retail designers could use such data to improve wayfinding in stores and even to create physical ways to influence shoppers’ traffic patterns within the store.
Not everyone’s ecstatic over the new technology. After Buzzfeed disclosed that Titan had planted 500 beacons in phone booths to push advertising, New York City officials had them removed.
Read about more innovations from BD+C's 2014 Great Solutions Report.
Related Stories
Industrial Facilities | Feb 27, 2015
Massive windmill will double as mixed-use entertainment tower in Rotterdam
The 571-foot structure will house apartments, a hotel, restaurants, even a roller coaster.
Architects | Feb 27, 2015
5 finalists announced for 2015 Mies van der Rohe Award
Bjarke Ingels' Danish Maritime Museum and the Ravensburg Art Museum by Lederer Ragnarsdóttir Oei are among the five projects vying for the award.
Office Buildings | Feb 26, 2015
Using active design techniques to strengthen the corporate workplace and enhance employee wellness
The new Lentz Public Health Center in Nashville, Tenn., serves as a model of how those progressive and healthy changes can be made.
K-12 Schools | Feb 26, 2015
Should your next school project include a safe room?
Many school districts continue to resist mandating the inclusion of safe rooms or storm shelters in new and existing buildings. But that may be changing.
K-12 Schools | Feb 26, 2015
Construction funding still scarce for many school districts
Many districts are struggling to have new construction and renovation keep pace with student population growth.
K-12 Schools | Feb 26, 2015
D.C.'s Dunbar High School is world's highest-scoring LEED school, earns 91% of base credits
The 280,000-sf school achieved 91 points, out of 100 base points possible for LEED, making it the highest-scoring school in the world certified under USGBC’s LEED for Schools-New Construction system.
K-12 Schools | Feb 25, 2015
Polish architect designs modular ‘kids city’ kindergarten using shipping container frames
Forget the retrofit of a shipping container into a building for one moment. Designboom showcases the plans of Polish architect Adam Wiercinski to use just the recycled frames of containers to construct a “kids city.”
Cultural Facilities | Feb 25, 2015
Bjarke Ingels designs geodesic dome for energy production, community use
A new building in Uppsala, Sweden, will serve as a power plant during the winter and a venue for shows, festivals, and music events during the warm months.
Cultural Facilities | Feb 25, 2015
Edmonton considering 'freezeway' to embrace winter
If the new Edmonton Freezeway is constructed, residents will have an 11-km course that winds through the city and allows them to skate to work, school, and other city activities.
Building Team | Feb 24, 2015
Call for entries: 2015 Giants 300 survey
The annual Giants 300 Report ranks the top AEC firms in commercial construction, by revenue.